第一批开在商场里的汽车门店，已经撑不下去了

Core Viewpoint - The article discusses the rise and subsequent decline of automotive retail stores in shopping malls, particularly focusing on the challenges faced by traditional car dealerships and the shift towards direct sales models by new energy vehicle manufacturers [6][14]. Group 1: Rise of Automotive Retail in Malls - In recent years, new energy vehicle brands, represented by companies like "Weilai," "Xiaopeng," and "Li Auto," have adopted a direct sales model, similar to Tesla, challenging traditional dealership models [8]. - By 2023, over 5,000 new energy vehicle retail stores had opened across 247 cities in China, with many located in shopping malls, creating a cluster effect that enhances brand visibility and consumer convenience [8][10]. - Automotive retail stores in malls have replaced traditional beauty and skincare shops, becoming popular spots for consumers to casually explore vehicles while shopping [10][11]. Group 2: Decline of Automotive Retail Stores - Despite initial success, many automotive retail stores in malls have faced closures due to high operational costs and low foot traffic, leading to a significant decline in sales [14][18]. - For instance, a store in Shanghai's Longzhong Mall, which had a monthly rent of 360,000 yuan, reported a monthly sales conversion rate of only 3.7% to 4.5%, significantly lower than the 20% conversion rate typical for traditional dealerships [18][20]. - The overall financial health of automotive dealerships has worsened, with 84.4% of dealers experiencing price losses, and only 39.3% reporting profitability [22]. Group 3: Shift in Marketing Strategies - Many automotive brands, including BMW, have reduced their investment in mall-based marketing strategies, such as external exhibitions, due to high costs and limited returns [25][22]. - New energy vehicle manufacturers find external exhibitions more cost-effective compared to traditional dealerships, allowing them to reach potential customers without the high overhead of retail spaces [28]. - The article highlights the need for automotive brands to balance brand exposure and profitability, as the initial excitement around mall-based automotive retail has diminished [30].